Bud Light Lime-A-Rita

Challenge

The “Mexican Bulldog” Margarita’s consumer trend inspired Budweiser’s “Lime-A-Rita” malt beverage. At the time, margarita mixers were still traditionally only sold à la carte. We were hired to create both unique branding and packaging for Lime-A-Rita to help communicate the product benefit: “Beer in a Margarita.”

Solution

We leveraged Bud’s existing prowess for the new product launch, encouraging the beverage’s application over ice, like traditional margaritas. Despite unconventional packaging for a margarita, brand attributes & call-to-actions: “Try It Over Ice” and “Margarita With a Twist” strategically differentiated Lime-A-Rita. Lime-A-Rita continues to perform well in market today